ABP Ananda drives pre-voting awareness

Bengali news channel, ABP Ananda, in the milieu of General Elections 2014, launched a multi-media marketing campaign in Kolkata where outdoor played the most significant role. All the creative’s have been designed to be eye catching to the youth. The outdoor format encompasses bus shelters, metros, unipoles, foot- over bridges, besides the standard billboards. Touch screens have also been branded at Howrah station as an innovation. Executed by Milestone, the channel has taken 100 surfaces in total for a duration of one month for the campaign.
 

According to Vikas Singh, Marketing Manager, MCCS India Pvt Ltd, which owns the brand ABP Ananda, “Aapni aapnar rajnoitik motamot kothay toiri koren? (where do you form your political opinion?)  is the question that the ABP Ananda Brand Campaign asks its viewers. Politics is a national pastime and is perhaps the only thing in our country after cricket where everybody has a point of view. People can be seen having animated political discussions at bus stops, cafeterias, inside trains, tea stalls, at work station in office, almost everywhere. However not all discussions are backed by sound knowledge. The campaign tries to get the viewers to watch ABP Ananda to form the correct political opinion. It leaves behind a powerful message “shatheek rajnoitik motamot toiri korar jonyo dekhun ABP Ananda (to form the correct political opinion, watch ABP Ananda). In the cluttered and commoditized news space; we are the first Bangla news channel to roll out a 360 degree campaign this election season.
 
According to the news channel, as the nation goes to the polls, it is not important to just know facts but is also important to develop a point of view. Watching ABP Ananda helps viewers shape their own perspectives,it feels. Hence, the campaign respects the viewer’s intelligence while establishing the brand as a companion to political opinion-making. This tonality, according to them, helps them to influence the target group. The brand says this can be clearly proven through the results of its online campaign so far. “The campaign is aiming to grow the news category by talking about the importance of having correct political opinions with Kolkata in the focus since it is the market with greatest eyeballs where news is concerned with discussions on politics being a way of life, adds Vikas Singh.